MERRIAM, Kan., Sept. 6, 2016 /PRNewswire/ -- Lee® Jeans
today announced the launch of its new brand direction, unveiling
its innovative fall collection and movement-inspired brand
campaign, "Move Your Lee." Drawing on more than 125 years of
purposeful craftsmanship and innovation, the national rebranding
campaign brings to life founder H.D.
Lee's mission to help can-do people do more by inspiring
life in motion for people today.
"We're putting a stake in the ground to reclaim Lee's status as
an iconic brand, with a renewed emphasis on design and innovation
through our 'Move Your Lee' rebranding,'" said Kim Yates, Vice President of Marketing at Lee
Jeans. "Many Americans remember Lee from the 90's, but that's not
who we are anymore. We have to live up to Lee's rich heritage and
ensure that our brand is as relevant as our products are."
Lee's campaign is a 360 approach, including a national TV
campaign, refreshed website, re-invigorated in-store experience,
and digital and public relations support. This holistic approach to
the brand refresh aspires to re-engage people across all channels,
with the full advertising campaign launching today, Sept. 6, and Lee.com featuring a new brand tone
and animated Fit Guides.
The "Move Your Lee" advertising campaign takes a light-hearted
approach to the concept of movement in its ads, which feature a
"Lee Man" and "Lee Woman" in
over-the-top scenarios that highlight all you can do in Lee
jeans.
"We know people are living a life in motion and need clothing
that moves with them – stylishly, comfortably and easily," said
Yates. "Our fall fashions will bring to life Lee's commitment to
movement, with superior fits designed for an active lifestyle and
purposeful designs to elevate personal style. Shopping for jeans
can be difficult – second only to swimsuit shopping – so we've
designed styles to fit all shapes and sizes and enable physical
expression."
Key women's styles include the Dream Jean and Essential Chino.
Designed to look like a skinny jean outside and feel like a yoga
pant inside, the patent-pending Dream Jean wraps you in softness
with a t-shirt-like lining and a stretchy, skinny fit that will
ensure you never want to take them off. Extending movement beyond
the denim category, Lee's Essential Chino is designed keep up with
today's multi-tasking lifestyle, offering a versatile style with
eleven color selections.
Lee was one of the first brands to embrace stretch and has now
brought stretch fits to men. Top men's fashions include the Slim
Fit, which fits close but has stretch to give men the room and
freedom they need to handle anything life throws their way.
Additional styles include the Athletic Fit, which features stretch
throughout and offers a fit designed for men with more muscle in
their hips and thighs. This new style lets athletic men wear a
slimmer, more modern look, and gives extra room where they need
it.
Consumers can find Lee's newest fall styles at Lee.com and at
Macy's, Kohl's, JC Penney, Amazon, Sears and other key national
retailers. To join the #MoveYourLee movement, consumers can support
via social channels and tag @LeeJeans.
About Lee®
Lee®, a VF Corporation
(NYSE: VFC) brand, is an iconic American denim and casual
apparel brand. Lee's® collections include a
uniquely styled range of jeans, pants, shirts, shorts and jackets
for men, women, and boys. Founded by H.D.
Lee and backed by over 125 years of purposeful design and
craftsmanship, Lee's® movement-inspired
innovations, versatile styling and superior fit continue to inspire
generations of brand loyalists. For more information, please
visit www.lee.com.
About VF
VF Corporation is a global leader in
branded lifestyle apparel and footwear with more than 30 brands.
The company's five largest brands are The North
Face®, Vans®, Wrangler®,Timberland®,
and Lee®. Other brands include Bulwark®, Eagle
Creek®, Eastpak®, JanSport®,
Kipling®, lucy®, Majestic®, Napapijri®,
Nautica®, Red Kap®, Reef®, Riders®,
® and SmartWool®. For more information,
please visit www.vfc.com.
MEDIA CONTACT:
Caroline
Foley
212.885.0466 | caroline.foley@hkstrategies.com
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SOURCE Lee(R) Jeans